Billboards gone before Christmas, says DPWH

Public Works and Highways Secretary Hermogenes Ebdane said yesterday the dismantling of billboards would be completed before the holiday season to prevent heavy traffic during the shopping rush.

Ebdane gave the assurance as the task force which he heads has dismantled almost 2,000 substandard, hazardous and illegal billboards nationwide.

He admitted, however, there is a need to speed up operations, which are being conducted with the Metropolitan Development Authority. The dismantling operation shave been causing heavy traffic on most Metro Manila thoroughfares, especially EDSA.

President Arroyo earlier signed Administrative Order 160 ordering the Department of Public Works and Highways (DPWH) to lead in implementing measures to prevent future loss to lives and property due to crashing billboards.

Ebdane gave his assurance that despite the enforcement of stricter rules on outdoor advertising billboards will remain attractive and appealing to the public.

"We consider aesthetics in coming up with the new IRR (implementing rules and regulations). Like the angle of sight, how they will be arranged so that no billboard will cover other billboards, and that it will not go beyond the allowable height, and that it will not blocked and will be away from power lines etc.," Ebdane said.

Some sectors expressed apprehension over a billboard ban, saying the country’s roads and city skylines would look drab without them.

He also called on the outdoor advertising industry to use modern technology to make their billboards safer and more attractive.

The DPWH chief noted that some advertisers already use digital or electronic technology in their billboards, which could easily be seen from afar.

He said advertisers still use colored tarpaulins, which actually contributed to the damage wrought by Typhoon Milenyo last month. He said if some firms would insist on using tarpaulin, it should disintegrate into small harmless pieces if hit by strong winds.

"If really you look into it, we do not have to use these tarpaulins anymore, these tarpaulins are actually old technology," Ebdane said. "But of course our main consideration is still safety."

He said stakeholders, including leaders of the advertising industry, would be consulted on the use of new technology in setting up billboards when the DPWH revises its IRR of the National Building Code.

On the issue of content, Ebdane said it would be up to the members of the concerned community if it would file complaints on advertisements seen as offensive or lewd.

"We must consider the norms of the surrounding communities. What I know is that advertisements must conform to some moral requirements," Ebdane said.

He said there are still 1,735 billboards to be inspected in Metro Manila and those found to be without permits, substandard or posing danger would be immediately dismantled.

Similar efforts, he said, are being done in the rest of the country.

At the height of Milenyo, over 40 billboards collapsed in Metro Manila, alone causing loss of lives, injury and damage to property.

He said as the country’s national building officer, he has directed local building officials to upgrade ordinances and zoning policies on outdoor advertisements.